The International Cricket Council (ICC) has announced a major new partnership with AB InBev, appointing the brewer as the Official Beer Partner for all ICC events starting in 2026. The deal brings AB InBev’s no-alcohol and low-alcohol portfolio into the global cricket ecosystem, with Budweiser 0.0 taking the lead in India, while other brands will activate across Europe and Africa.
Under this multi-year agreement, AB InBev will be integrated into both men’s and women’s tournaments through 2027. This includes the ICC Men’s T20 World Cup 2026, ICC Women’s T20 World Cup 2026, ICC Women’s Champions Trophy 2027, ICC World Test Championship Final 2027, and the ICC Men’s Cricket World Cup 2027.
Speaking about the partnership, ICC CEO Sanjog Gupta said the collaboration aligns two global entities committed to elevating fan experiences. “Cricket has over two billion fans worldwide, and ICC events are its biggest celebration of passion. AB InBev has consistently created memorable fan engagements, making this partnership a natural fit. We’re excited to work together to deliver richer, multi-format experiences across our tournaments.”
Marcel Marcondes, Global CMO at AB InBev, echoed the enthusiasm, noting the sport’s massive global reach. “Cricket is one of the fastest-growing sports in the world. Our brands are built around socialisation and moderation, and this partnership gives us an incredible opportunity to connect with fans and create unforgettable moments.”
This alliance marks one of AB InBev’s largest global sports marketing moves in recent years and adds a major consumer category partner to ICC’s commercial roster.